CRM Marketing Manager

Seniority level: Mid-Senior level | Employment type: Full-time | Industries: IT Services and IT Consulting

Reporting to: CMO

Location: Fully Remote

Markets: 12

About The Role

We are looking for a CRM Marketing Manager to own CXM's customer lifecycle marketing across 12 markets. You will use customer data, segmentation, automation, and personalised communications to improve activation, first-time deposits, retention, reactivation, and customer lifetime value.

This is a hands-on role for someone who can build CRM journeys from the ground up, manage campaigns across multiple markets, and use performance data to continuously improve results.

Key Objectives

Build and launch at least 3 automated lifecycle journeys covering welcome/activation, retention, and reactivation within the first 6 months

Improve the current 9% lead-to-FTD conversion rate through targeted CRM activation campaigns

Support reducing churn to below 10% through structured retention and reactivation programmes

Build and maintain localised CRM journeys across all 12 markets

Maintain 99%+ deliverability and ensure all CRM activity meets applicable compliance requirements

Key Responsibilities

Lifecycle & CRM Strategy

Own customer journeys across onboarding, activation, conversion, retention, loyalty, VIP, churn prevention, and win-back

Define triggers, audiences, journey logic, exclusions, frequency caps, and exit criteria

Coordinate email and push communications to create a consistent customer experience

Campaigns & Automation

Build, launch, and optimise automated CRM campaigns using platforms such as Mailgun, Braze, Klaviyo, or equivalent

Create targeted campaigns based on customer behaviour, lifecycle stage, market, language, and product

Manage promotional campaigns, newsletters, VIP communications, retention campaigns, and partner communications

Develop and maintain reusable email templates and content blocks

Segmentation & Personalisation

Build and maintain customer segments, consent lists, exclusions, and communication rules

Configure personalised and dynamic content based on customer data

Work with Product, Analytics, and IT to define and validate data and event requirements

SQL knowledge is a strong advantage

Localisation

Manage CRM communications across multiple languages and markets

Coordinate translation, editing, and linguistic QA

Ensure correct currencies, dates, links, variables, legal messaging, tone, and RTL requirements

Maintain master journeys and localisation matrices across all markets

Deliverability & Compliance

Monitor deliverability, bounces, spam complaints, suppression lists, and domain/IP reputation

Maintain strong email hygiene and deliverability standards

Run detailed pre-launch QA covering audiences, links, variables, tracking, content, sender details, and scheduling

Ensure campaigns comply with consent, unsubscribe, data retention, and local regulatory requirements

Analytics & Optimisation

Analyse CRM performance by market, language, segment, and customer lifecycle stage

Measure conversion, retention, churn, revenue, and incremental uplift — not just opens and clicks

Run A/B and holdout tests across offers, messaging, timing, frequency, channels, and journey structure

Maintain a clear optimisation backlog and turn insights into measurable improvements

Requirements

Proven experience in CRM, lifecycle marketing, email marketing, or marketing automation

Hands-on experience building automated customer journeys

Strong understanding of segmentation, personalisation, triggers, and lifecycle strategy

Experience managing CRM across multiple markets and languages

Strong knowledge of email deliverability and campaign QA

Experience with Mailgun, Braze, Klaviyo, or similar CRM platforms

Strong analytical and data-driven mindset

Comfortable working with technical and data teams

Excellent attention to detail and ability to manage multiple campaigns simultaneously

Experience in FX, fintech, trading, igaming, or another regulated B2C environment is highly desirable

Able to work independently in a fully remote environment

Ideal Candidate Background

The strongest candidates are likely to be currently working as a:

CRM Manager / Lifecycle Marketing Manager

Email Marketing Manager

Marketing Automation Specialist

Retention Marketing Manager

CRM-focused Digital Marketing Manager

Experience with high-volume B2C customer journeys, FTD/conversion funnels, retention, reactivation, and regulated markets will be particularly valuable.

Benefits

What We Offer

Fully remote working with minimal meeting overhead

Ownership of CRM across 12 international markets

Genuine opportunity to build and improve the customer lifecycle function

An established business with the resources and budget to execute ambitious CRM initiatives

Freedom to test, learn, and implement new ideas

Competitive, above-market compensation

KPI-linked bonus connected directly to CRM and business performance

Recruitment Process

Stage 1: HR interview — experience, motivation, and fit.

Stage 2: CMO interview — CRM expertise, strategy, and relevant experience.

Stage 3: CEO interview, where required.